The EU Brand, Brexit And Millennials – A Lost Opportunity For All
In many ways, the EU (European Union) was the ideal brand because its core promise to all Europeans involved sharing and connecting across all borders. But the tumultuous impact of Brexit on the future viability of the EU brand is a good example of what happens when an outside event undermines its basic brand positioning. And Millennials in the UK played a big role for causing this possible disaster. It was the sense of community and connectivity that defined this Generation Y, known as the first digital generation. The EU brand meant...
read moreWhy Branding Is Even More Important For Start-ups – 10 Tips
True branding can be a bewildering challenge for many managers, especially entrepreneurs. Either they don’t completely understand the strategic benefits of authentic branding, and/or they assume that branding simply consists of a new name, logo and proprietary graphics. And most certainly they don’t know how to apply relevant branding principles to improve their marketing and communications, especially when faced with new competition, changing customer preferences or other market based trends. Entrepreneurs are understandably obsessed...
read moreHow Putin’s Brand Inspires Trump
Donald Trump recently praised President Putin of Russia with full admiration as “a leader far more than our leader” and that he “has very strong control” over Russia. As a forceful, deal-making businessman, Trump can relate to Putin’s leadership style. Both are authoritative kindred spirits. But will Putin’s authoritative brand image have any impact on Trump’s political behavior? And if so, what could we expect from a Trump presidency? In any case, this comparison also provides a case study of how similar leadership brands may not...
read moreInequality of Pay Undermining Trust In CEOs and Corporate Brands
Inequality of pay in business has become a crisis, fueled mainly by the excessive compensation of CEOs. In 1965, the average ratio comparing CEO pay to the median worker’s was 20:1. Today CEOs earn more than 300 times, or 300:1. This alarming disparity has stimulated a widespread negative reaction, as the passionate response by Millennials for Bernie Sanders has demonstrated. Even more disconcerting is evidence from studies showing that the highest-paid CEOs are often the worst performers. In short, the growing problem of inequality...
read moreThe EU Brand, Brexit And Millennials – A Lost Opportunity For All
In many ways, the EU (European Union) was the ideal brand because its core promise to all Europeans involved sharing and connecting across all borders. But the tumultuous impact of Brexit on the future viability of the EU brand is a good example of what happens when an outside event undermines its basic brand positioning. And Millennials in the UK played a big role for causing this possible disaster. It was the sense of community and connectivity that defined this Generation Y, known as the first digital generation. The EU brand...
read moreThe EU Brand, Brexit And Millennials – A Lost Opportunity For All
In many ways, the EU (European Union) was the ideal brand because its core promise to all Europeans involved sharing and connecting across all borders. But the tumultuous impact of Brexit on the future viability of the EU brand is a good example of what happens when an outside event undermines its basic brand positioning. And Millennials in the UK played a big role for causing this possible disaster. It was the sense of community and connectivity that defined this Generation Y, known as the first digital generation. The EU brand...
read moreWhy The Airlines Must Improve Their Brand Image
The negative perceptions of the major U.S. airline brands (e.g. American, United, Delta, US Airways) reached a new high recently with publicity on the interminable security lines at most airports. While these excessive wait times have many causes, such as not enough checkers and increased air traffic, the airline industry is partly to blame as well. Their individual charges for checked baggage have encouraged more people to drag their belongings through security, clogging X-ray lines and squeezing them into overhead compartments. Today 62%...
read moreHow Growing Corruption Threatens Brands
Corruption throughout the world has grown to epidemic levels. Every day there seems to be another incidence of bribery, cronyism, counterfeiting, slush funds, or a political scandal somewhere. Behind each act is someone abusing his/her power to unfairly gain personal wealth at the expense of the common citizen. While corruption takes many forms, each type can have a devastating impact on brands that are directly involved or even just affiliated with such unfair acts, – e.g. in our political systems, business leaders, governments,...
read moreRe-branding The Republican Party, With Lessons For Business
The Republican Party is in turmoil, no doubt about it. White males in suburban and rural areas, their core base, are fed up with Government and want an “outsider”, even Donald Trump. Meanwhile young voters love Bernie, and women and minorities support Hillary, despite questionable trust in her. The Republican establishment is bewildered because their traditional message no longer resonates with most of their constituents. In short, the world has turned upside down for them. And these dynamics are not so different from the constant...
read moreHow Tim Cook Is Transforming The Apple Brand
Apple has clearly been a worldwide leader in innovation. Their brand mission states “we’re on the face of the earth to make great products”, and they certainly have proven themselves, thanks mainly to the brilliance of Steve Jobs. But now Tim Cook is broadening the Apple brand to also “make a significant contribution to culture”, and “enable customers to engage the world in more meaningful ways”. This additional dimension to Apple’s company brand represents an extraordinary transition to a next generation concept for why a corporation...
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